Accenture ramps up programmatic offering with Adaptly buy

Adaptly bought by Accenture

Accenture Interactive has acquired adtech company Adaptly in order to bolster the credentials of its programmatic division.

Accenture told The Drum Adaptly will retain its identity for the “immediate term”, however the company will eventually “manage the integration of the Adaptly brand into Accenture Interactive”.

Terms of the sale were not disclosed.

Accenture hopes the acquisition will help support its ability to ‘activate, optimize, and measure media cross-platform’. It will additionally give Accenture access to offices in New York, Chicago, Los Angeles and London, a client roster comprising the likes of Mazda and Prudential, and its 150 programmatic staff.

Nikki Mendonça, president of Accenture Interactive Operations, said: “The addition of Adaptly is a unique opportunity for us to add significant talent and capabilities.

“This acquisition will help us to further reinvent today’s operating approach by re-engineering the campaign process with data, applied intelligence and digital technologies ­­­– resulting in improved ROI and greater transparency for our clients’ digital media omnichannel campaigns.”

Scott Tieman, global head of programmatic services at Accenture Interactive, added the deal will complement its suite of existing services. The company, which touts itself as an ‘experience agency’, announced its move into the programmatic space earlier this year.

It has since faced criticism that the expansion is anti-competitive, given that its parent company runs reviews and audits agency relationships for its clients.

Its chief executive Brian Whipple flatly denied the accusations earlier this year.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.